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Apple has big plans for the future of Siri. The digital assistant should be more intelligent, more contextual and deeply integrated into apps. But now there are problems. Originally announced for iOS 18.4, the update was first postponed to iOS 18.5 and then indefinitely. Internal reports suggest that Apple may even have to start from scratch. The company seems to be struggling to keep up with competition from Google and OpenAI.
Since the introduction of Siri in 2011, Apple has repeatedly tried to improve its assistant software. While other companies have made great strides in AI development, Siri has often fallen short of expectations. Apple's latest plans should change that. But now there are doubts as to whether the new features will be introduced at all. Internal tests apparently show that the technology does not work reliably. Questions are also being raised within the company as to whether Apple is on the right track.
Apple's Siri project is faltering
Siri was originally planned to receive a number of new AI functions with iOS 18. These included personalized contexts that would enable Siri to better understand the user and act within apps. But it became clear early on that the technology was not working as intended. Apple's software chief Craig Federighi expressed strong concerns internally that the new version of Siri would not be reliable, according to Bloomberg. This led to several delays. Originally planned for iOS 18.4, the launch was initially postponed to iOS 18.5. But even this date could not be met. Apple now assumes that the new Siri functions will not appear until 2026. In internal circles, there are even considerations of stopping the entire project in its current form and starting again.
Internal criticism of Apple's AI strategy
The delays are causing unrest within the company. Bloomberg reports that some Apple employees have doubts about the leadership of the AI team. In particular, the role of John Giannandrea, who has been Senior Vice President of Machine Learning and AI Strategy since 2018, has come under criticism. Some employees are wondering whether Apple CEO Tim Cook or the company's board of directors should take action to enable a reorientation of the AI strategy. Apple has already brought in additional personnel. At the beginning of the year, Kim Vorrath, an experienced software developer, was added to the team. Whether this is enough to solve the problems remains questionable, however.
Can Apple keep up in the AI race?
While Apple is battling with Siri, other companies are overtaking the tech giant. Google has further developed its assistant, OpenAI regularly brings new and more powerful AI models onto the market, and Microsoft is increasingly relying on artificial intelligence in its products. Apple, on the other hand, has so far only introduced minor innovations such as the "Type with Siri" functions or the integration of ChatGPT. The company now has to make a strategic decision. Either it invests heavily in AI development to keep up with the competition, or it risks losing importance in the long term. The next few months will show which path Apple takes.
Siri's development in the crisis: Will Apple stay in the race?
Apple has big plans for the redesign of Siri. But the current problems show that the company is having difficulty implementing its plans. The delays are not only annoying, but also raise the question of whether Apple can keep up with the competition in AI development. So far, there is no exact timetable for the introduction of the new Siri functions. Bloomberg assumes that it could be sometime in 2026. If Apple actually decides to develop the technology from scratch, it could take even longer. The coming months will be crucial for whether Apple manages to maintain its place in the AI competition. (Image: Apple)
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